Marketing is a widely used term to describe the means of communication between the company and the consumer audience. Marketing is the adaptation of the commercial activities and use of institutions by the organizations with a purpose to induce behavioral change on a short-term or permanent basis. The American Marketing Association most recently defined Marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” 
The techniques used in marketing include choosing target markets through market analysis and market segmentation, as well as understanding methods of influence on the consumer behavior. The marketing planning creates strategies for the company to place advertising to the dedicated consumer.
From a societal point of view, marketing provides the link between a society’s material requirements and its economic patterns of response. This way marketing satisfies these needs and wants through the development of exchange processes and the building of long-term relationships.
In the case of nonprofit organization marketing, the aim is to increase the deliver an ethos message about the organization’s services to the applicable audience. Governments often employ marketing to communicate messages with a social purpose, such as a public health or safety message, to citizens.
Scottsbluff is a city in Scotts Bluff County, in the western part of the state of Nebraska, in the Great Plains region of the United States. The population was 15,039 at the 2010 census. Scottsbluff is the largest city in the Nebraska Panhandle, and the 13th largest city in Nebraska.
Scottsbluff was founded in 1899 across the North Platte River from its namesake, a bluff that is now a U.S. National Park called Scotts Bluff National Monument. The smaller town of Gering had been founded south of the river in 1887. The two cities have since grown together to form the 7th largest urban area (Scottsbluff Micropolitan Statistical Area) in Nebraska.